Marketing Management

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• Product ID: O41046044

Marketing Management

Marketing Management: A Relationship Approach, 2/e takes the unique approach of linking relationship marketing to the traditional market planning models which are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, suppliers and stakeholders, and personnel has become increasingly important in today's business environment. Now in its second edition, this bestselling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans. Drawing from an extensive range of international examples, Hollensen demonstrates how companies such as Ryanair, Harley Davidson, Red Bull and Lindt make use of relationship marketing theory in order to gain competitive advantage.

• A clear structure built around the marketing planning process, helping you to focus on this key area of the discipline
• How to build a marketing plan and estimate the financial consequences in the form of the marketing budget, keeping you up to date with the most important elements of a business
• How to create competitive advantages through developing relationships and networks with other companies, enabling students to be prepared for real business decisions.
• How to develop relationships between international buyers and sellers who differ in nationality or cultural background, reflecting the diversity of the subject

Author

Svend Hollensen

Publishing Date

Mar 2010

Binding

Paperback

Pages

696 Pages

Marketing Management - A Relationship Approach 2nd Edition

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